interview with Gordon Graham

From a SoftwareMarketSolution interview with Gordon Graham, Author of Writing Marketing Materials for High-Tech Firms: "The most fundamental marketing mistake of all, which is committed by companies large and small in every sector, is talking about US, US, US instead of YOU, YOU, YOU. It's talking about great OUR company is, how WE'VE sold more software that anyone else in history, about how fantastic OUR products are, how cutting-edge OUR technology is, how many programmers WE have on staff and how WE believe in total quality and blah blah blah. Some people call this 'we-ism.' Some call it 'chest-beating.' You can find this approach all over the Web and all over most marketing pieces. Instead, companies should be talking about YOU and how much better YOUR life will be when YOU use this product, and how YOU will love it because it will do this and that and the other for YOU." Read more from the interview at

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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